After a year in which generative AI tools like ChatGPT, Google Bard, Bing Chat and DALLE-2 have experience exponential growth and, in the process, significantly reshaped PR and comms, where does that leave us as we head into 2024? In this webinar, experts from across tech, PR and communications looked at the artificial intelligence trends they expect to see emerge in the next year – and how they will have an impact on the PR and comms industry.
The panel discussed several topics including:
- How AI will create opportunities for PR and comms teams – and how it could create challenges
- AI’s impact on the news cycle – and how PR and comms teams can combat the spread of misinformation
- Staying agile and navigating the ongoing developments in AI technology – and the regulations around them
The webinar also included an audience Q&A, in which our panelists answered burning questions from PR and comms professionals.
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Meet the Speakers
Genelle Aldred is an Author, Broadcaster and Consultant for all things communication. She is currently Deputy Chair of Women in Journalism. Genelle also provides social and political commentary for Sky News, BBC Radio London and Canadian News. She previously enjoyed a successful career as a journalist and newsreader for over 15 years. Since 2007 Genelle has worked for organisations including ITN, ITV, the BBC, ITN Productions, News UK and CBC. Other prominent roles of Genelle’s include Head of Digital Strategy for an International NGO and a Channel Manager of a Freeview TV Channel.
Genelle runs training for organisations trying to get better at tough cultural conversations and consulting on cutting-edge media, presentation and brand editorial narratives. Solving complex communication puzzles is her sweet spot as she is a passionate advocate for honest discussions around social cohesion, diversity and inclusion. Her book Communicate for Change: Creating Justice in a world of Bias was published in the autumn of 2021 with critical acclaim from best-selling authors Emma Gannon, Matt Haig and Dr Sophie Mort.
Genelle is an internationally sought-after public speaker and panellist as she smashes through glass ceilings as an empowering woman. She is also an Ambassador of Sands – the Stillbirth and Neonatal Death charity, raising awareness of women’s health and ending the stigma surrounding baby and infant loss. Genelle is a very keen golfer and can be found on a golf course in all her spare time.
Antony spent a decade in artificial intelligence technology leadership roles, including serving as the CEO of Factmata, an AI marketing technology company focused on identifying fake news and other forms of harmful online content.
In the newly created role of Executive Director for AI Strategy, he will be responsible for advancing Cision's AI strategy. This agenda includes rapidly integrating Factmata's technologies for detecting harmful online content and narrative monitoring into Cision's new products and platforms.
He will also oversee the development of powerful generative text–driven solutions with the reliability that corporate, government and agency communications teams demand, and will ensure that Cision continues to develop AI solutions responsibly and ethically, ensuring compliance with regulatory frameworks emerging in the US, UK, Europe and beyond.
Andrew Bruce Smith, FCIPR, is a renowned expert in artificial intelligence and its applications in digital PR, social media, SEO, and analytics. Pioneering the adoption of AI content tools such as Wordsmith in the early 2010s, Andrew has consistently stayed at the forefront of technological innovation. This, coupled with his leadership as the Chair of the CIPR’s AI in PR panel, makes him a much sought-after speaker and commentator on the impact of AI.
Andrew is the co-author of 'Share This' and 'Share This Too' (publisher: Wiley), best-selling handbooks that reflect the evolution of media. In 'Platinum', another CIPR publication, he authored a chapter focused on the transformative impact of AI and automation on the PR industry.
Currently, Andrew provides training and consultation in AI-integrated social media, analytics, SEO, and digital marketing for the CIPR, the Media Trust, the Incorporated Society of British Advertisers (ISBA), Understanding ModernGov, and the SMi Group.
He has shared his expertise with over 3000 organisations over the last 15 years, including NATO, the Department of Environment (DEFRA), NHS, Specsavers, Sky, Jaguar Land Rover, Disney, and many others.
In addition to his work with corporate entities, Andrew has also extended his AI and digital marketing training to numerous charities and foundations, such as the Wellcome Trust, Alzheimer's Society, Cure Parkinson's, Dogs Trust, and Blesma.
Allison Spray is the Global Head of Intel+Tech Innovation at Hill+Knowlton Strategies. In her role, she is focused on the research and development of new solutions for emerging client needs through the application of data and technology.
Allison additionally leads the London data intelligence team, bringing together data science, behavioural science and analytics to distil data into strategic points of view.
She is a respected industry figure and International Board Director for the International Association for the Measurement and Evaluation of Communications (AMEC). She has spoken on data and insights at numerous conferences, including PR360, ICCO Global Summit, and the AMEC Global Summit.
In 2022, Allison was awarded a postgraduate diploma with distinction from the Saïd Business School, University of Oxford, in artificial intelligence for business.